Skip to main content

Hugo Boss Targets Younger Consumers with Denim

A new boss is entering the denim fray.

Hugo Boss announced this week it is expanding its portfolio with Hugo Blue, a line dedicated to denim. The brand’s aesthetic will be inspired by street culture and embrace a relaxed approach to dressing.

Denim will be at the core of the men’s and women’s collection when it arrives in stores in February 2024. 

The denim range will be complemented by jersey, knitwear, outerwear pieces and accessories. Some unisex styles will also be available. 

Hugo Blue will launch with four collections per year and have the same opening prices as the existing Hugo brand line. Products will be available worldwide in Hugo retail stores and on its website. Wholesale and e-commerce partners will also carry the brand. The order season for the first Hugo Blue collection begins in June. 

A full-throttle rollout and a shop concept dedicated to the younger target group will support Hugo Blue’s launch, as well as a new bold blue logo design. 

Hugo Blue

The addition of denim builds on Hugo’s existing range of casualwear that spans men’s T-shirts, polos, knits and outerwear and women’s tops, dresses, skirts and pants. 

Hugo Boss went through a refresh last year with an athleisure-focused collection and viral social media campaign starring Naomi Campbell, Hailey Bieber, Kendall Jenner, Future and more. Daniel Grieder, Hugo Boss CEO, said adding a second line under Hugo is the natural next step. 

“With the new line we appeal to the younger generation of consumers and realize the brand’s full potential,” he said. “We want to inspire our customers and are confident that Hugo Blue will attract new fans for Hugo.”